Communication is Key to Keeping Workers Engaged

November 9, 2009 (PLANSPONSOR.com) - Companies with highly effective internal communication programs are better placed to keep employees engaged and retain key talent, according to a new survey by Watson Wyatt.

The survey found that 61% of companies that are highly effective communicators report that their managers are effective at dealing openly with resistance to change, compared with only 18% of low-effectiveness communicators, according to a press release.

Similarly, 64% of highly effective communicators report that their managers are effective at addressing the needs and concerns of their current employees, compared with only 22% of companies that are low-effectiveness communicators.

What makes a highly effective communicator? The research identified the best practices of companies that are highly effective communicators, including:

Communicate how employees will be affected as the business changes. – More than six of 10 companies (62%) that are highly effective communicators have a clearly defined employee value proposition (EVP), compared with just 23% of less effective communicators. The EVP, or “employment deal,” lets employees know what the company expects from them and what they can expect from the company. Fifty percent of highly effective communicators also align the EVP with their external brand, while only 16% of less effective communicators do. The press release said only 14% of companies are revising their EVP in the current economic environment.

Trust and train leaders to talk about change. – For messages about business change, face-to-face communication channels such as town halls and staff meetings are preferred over social media, the intranet or printed materials. The survey found that 73% of highly effective communicators say their managers are effective at supporting the executive management vision through their actions, compared with only 29% of low-effectiveness communicators.

Follow up with measurements and metrics. – Highly effective communicators are two-to-three times more likely to have a documented communication strategy than low-effectiveness communicators. Fifty-three percent of highly effective communicators are including more communication outcome metrics in their strategies, compared with only 34% of low-effectiveness communicators. Despite this, 43% of all respondents report having no formal measurement or assessments.